Questions typically revolve around how universities will evolve to meet the demands of the future. However, it is of equal importance that senior leaders consider what will not change in higher education, and how institutions can leverage these constants to build a strong, enduring brand.

A traditional vs contemporary framework

Whilst universities, like any other business, are motivated by sustainability, they are unique in that they provide millions of individuals every year with a world-class qualification. However, several recent studies by Times Higher Education have proven that the provision of a degree alone is not enough to sway students into studying at a particular institution.

Cue the Purpose Power Index. This framework provides stakeholders with a greater understanding into students’ motivations for studying at a particular institution. The index ranks a company on its many components including, “commitments to a purpose beyond profit, to improving lives, and to creating a better society for the world, not just for shareholders” – all of which align closely with what prospective students look for when selecting a university.

The Purpose Power Index is relevant to higher education because it demonstrates that universities need to move away from sustainable business and instead, become purpose and mission driven to appeal to its target audiences. The framework will help decision makers prepare for imminent changes and become more adaptable to unforeseen circumstances, without large-scale reform. We promise that preparing for change and staying relevant is not as daunting as it sounds.

What remains

Affordability and Value: 
With rising concerns over student debt, affordability will remain a top priority. Students will seek value for their investment, weighing the cost of their education against potential career outcomes and earnings. Transparent pricing, scholarships, and financial aid offerings will be key factors in their decision-making process.

Quality Education and Academic Excellence: 
At the forefront, students seek a rigorous and comprehensive education that equips them with deep subject matter expertise and critical thinking skills. Despite the digitalisation of many learning platforms, the demand for high-quality education, distinguished faculty, and challenging curriculums will not wane. Institutions that maintain a reputation for academic excellence will continue to attract students.

Practical Experience and Job Preparedness: 
The bridge between academic theories and real-world application has always been a critical component of higher education. Students will increasingly value programs that offer practical experiences, internships, and cooperative education opportunities that prepare them for the job market. Universities that facilitate hands-on learning and direct industry exposure will stand out.

Flexibility and Customisation: 
The desire for personalised learning experiences that cater to individual interests, career goals, and learning styles will intensify. Students will expect flexible course offerings, including online and hybrid models, that allow them to tailor their education to their personal and professional lives. Institutions that offer modular courses, stackable credentials, and interdisciplinary programs will meet this demand.

A Supportive and Inclusive Community: 
The importance of a supportive campus environment where students feel valued, included, and engaged cannot be overstated. In ten years, students will continue to seek institutions that prioritise mental health, diversity, equity, inclusion, and a strong sense of community.

Universities who continue to cultivate such student-oriented environments will not only attract students, but also retain them. This was confirmed in a recent webinar by Times Higher Education, where a more holistic approach inclusive of EDI policies, staff profiles, and sustainability transparency were found to be the highest deciding factors amongst prospective students.

Think from within 

It is important that experts in the higher education space do not try to take on the role of a fortune teller. Yes, futureproofing is crucial in making sure that institutions can weather change, but individuals do not need to try and predict such challenges or disruptions. Instead, being mission driven in both the present and future will foster flexibility and provide an opportunity to thrive and grow.

In preparation for future missions, universities must think from within to strategise solutions. The utilisation of current tools and staff will be fundamental in successfully delivering change:

Departments:
Some faculties at a university may undergo periods of change, whilst others remain largely static. It is important that decision makers give autonomy to individual departments so that they are fully mission driven and well equipped when change is implemented.

Global Perspectives and Opportunities: 
As the world becomes increasingly interconnected, students will look for opportunities to gain global perspectives, whether through study abroad programs, international campuses, or courses with a global focus. Universities should utilise current global connections and expand on these, as diverse cultures and global issues will be sought after amongst students to prepare them to enter a global workforce.

Sustainability and Social Responsibility: 
A growing awareness of environmental and social issues means students will gravitate towards institutions that demonstrate a commitment to sustainability and social responsibility. Universities that integrate these values into their curriculum, campus operations, and community engagement will resonate with the next generation of students.

Lifelong Learning Opportunities:
Finally, as careers span longer and industries evolve, the need for ongoing education and skill development will be a constant. Students will anticipate higher education institutions to offer lifelong learning opportunities, from continuing education courses to professional development programs, enabling them to stay competitive in the workforce.

Conclusions

To conclude, while the tools and methods of delivering education may change, the fundamental expectations of students regarding quality, practicality, flexibility, and value will remain. Higher education institutions that align their offerings with these enduring needs will continue to thrive in the next decade and beyond, shaping future leaders and innovators.